Sector Focus 

Fast fashion's green revolution: emperor’s new clothes?

Fast fashion's green revolution: emperor’s new clothes?

In June, online fashion retailer Missguided was heavily criticised for advertising a bikini that cost just £1. The swimsuit quickly sold out, but critics online and in newspapers questioned how the group could afford to sell it so cheaply without making use of unsustainable or unethical business practices. Missguided responded by saying it had cost more than £1 to make the bikini, but it had absorbed the costs “as a gift to our customers”, adding “it is sourced to the same high standards as all of our other products”. 

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